Keywords and Content.
By Bob Edwards
As an Internet marketing professional, how do keywords relate to your own business? Usually, if you are using the Web as a marketing tool in any way, keywords are an important component.
We also compare it to the importance of quality content. Is it possible to have great content and still have great keywords in your final copy? It is possible, and in fact, it is necessary to do this if you wish to have a successful website or blog. Before getting into these details, let us start at the beginning.
What are Keywords and Where to Use Them-
What are the keywords? These are words individuals will type into a search box when they are looking for something online. For example, let us say you are looking to purchase a table. You get online, go to the search box, and type in the word “table” into the search box.
The search engines start looking for websites that relate to your search. Within seconds, there is a long list of results in front of you (called the search engine results page) that you can choose from.
Now, on the flip side of the coin, if you owned a website selling tables, you would want to attract this person to your website. To do so, you need to have your website displayed on the search engine results page.
To do this, you need to have the most appropriate keywords on your website. So, for example, you need to have the world “table” used properly on your website for the search engine results to see your website as valuable to this search.
Using keywords will help you prove your value to the search engines. The key is to know what helps you to rank well and what may not help you. Less than a decade ago, people took advantage of the keywords. Pages and pages of websites had virtually nothing but keywords on them. The problem is, when a website is packed with just keywords, it is likely not to be packed with information.
Here is an example to consider: John designs a website to attract visitors who he hopes will visit the affiliate pages he is linking to. So, he plans to put lots of keywords on his page. That way, his website will rank well, right?
There are two problems with this process. First, there is little chance that anyone who comes to such a page will feel it valuable enough to stick around and click onto affiliate links.
Second, Google and other search engines have made significant changes to their complex algorithms. Websites that have too many keywords on them will be ranked lower in the search engine results pages.
The key is to know what the actual best percentages are. Of course, Google is not going to tell you just how many keywords to use. They do offer a lot of in-depth information that you can use, though. It is this information that you want to rely on to get the results you are looking for. Google is not the bad guy: They want to provide individuals who use their search engines with the best websites online to solve their inquiries.
Where to Place/Use Keywords –
Where should you use keywords? Keywords should be found in virtually anything you place online. Here are some places to use them.
Always place them into each article on your website. Place them on your home page and sales pages. Place keywords in your blog posts. Therefore, use keywords in your product descriptions. Use keywords on your website and in your blog tags and headings. Use them on contact pages, FAQ pages, and just about any page on your website.
Doing this is essential to getting a high page ranking in the search engine result pages. Yet, you do not have to make this a complex process. In fact, it is often best to put keywords in the back of your mind while writing content for your website. Write what really matters and then come back to keywords later.
Content is King –
One of the earliest phrases used still stands true. “Content is king” when it comes to Internet marketing. If you are putting up a page on your website, you want the person who visits your website to say, “Wow, this is great. I’m bookmarking this page to come back here often.”
The best way to do this is to include quality information on each of the pages of content you provide to your readers. In a few minutes, we will go through the process of providing quality content. Before doing so, consider what would happen if you did not have good information on your website.
Used keywords where and how.
- You use keywords on your pages but fill them with fluff content. Your reader gets to your page and thinks, “this does not help me,” and moves on.
- The reader gets to your website and finds errors. You can no longer be trusted, and they leave your site.
- The affiliate programs you are working to earn money from visiting your website. They find it poorly designed with little information. Also, decide that you are not a good fit for their company. They no longer offer you membership in the affiliate program.
- You get no inbound links to your website. Inbound links are those which are pointing to your website. Google finds these to be valuable when ranking websites. If another website (or several of them) find your website to be a good resource, they will rank your website higher. But other websites will not do this if your content is poor in quality.
- You make little to no money at your website since it is poorly ranked and is not attracting any repeat visitors.
Content for your website needs to be well-written and organized. It needs to be informative and useful to anyone who will visit and read it.
Best Strategies Keywords and Content.
Now that you have the basics about keyword usage and the importance of content, how do you bring the two things together so that your website will prosper?
There is no direct formula for doing so, but you can find some real results if you implement several known methods to help you. Google itself often provides a lot of suggestions in terms of keyword usage. In your balancing act for quality content and keyword ranking, keep the following strategies in mind.
Go with Quality Content First.
First things first, write quality content for your website. Nothing else will be as important to the success of your business has to have quality content on it. There are several ways you can do this successfully.
- Use information You want individuals to come to your website knowing that what you have to say is real and valuable to them. Therefore, each page should contain information. Before you post a blog post or an article, verify the information you are going to present. For example, going back to the example of the table search, be sure that you are providing information on the wood type, size, history, or other topics.
- Make it interesting Coming to a website filled with lines and lines of information that is boring is going to be so dull people will leave. Without spending too much time in the process, add some statistics. Use descriptive language that paints the picture for the reader, “these mahogany tables are designed in the style used by Ancient Romans… “
- Become a resource One of the best ways to ensure you have quality information on your website is to make your website the one-stop-shop for all information on that niche. For the reader, a website that contains all the information they need is going to be highly valuable. You may provide information about the history of tables, how to use tables… tips for staining them… and so on, for example. These items help you to become the resource these individuals need to have.
Be the Expert
- Be the expert for those who play a role in your website (and this is a very good thing) be sure that people who visit your website know that you are the expert in the field. You should stand out as being the authority. You do this when you provide valuable content to them. Do the hard research and find those interesting subjects to talk about. Answer questions. Relate to your customer base.
When you put these items together, the result is very simple. You have a website that is packed with great content that people can naturally benefit from reading.
Chances are also good that you also have a website that is filled with quality keywords. After all, if you are writing about your topic and exploring all areas of it, you likely are using the most important words related to it. Still, you should still do some research and get better quality keywords into your work.
Using Keywords Properly –
There is no better way to rank your quality content in the search engines than to use keywords properly. It is often the case that website owners see this as a step they can skip. Instead of doing the research to find the right keywords for their websites, they think they already know what they are. This is often not the case.
Finding the Right Keywords –
Finding the right keywords is a process that often involves researching using any of the free keyword search tools available. You can also use Google’s service to help you to do this.
Once you use these services, you are likely to get a list of keywords associated with your primary keyword. In our case, the keyword we plugged in is the word “tables.” As you are creating your table website, you have likely used several words that describe this product. But did you include all the most important words?
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The top keywords, those used most often by users who are searching for the topic you have, should be included on your website. They do not have to be the only words that you use, though. These first words are heavily used and should be used at least somewhat in your website’s content where it is appropriate to do so.
For example, with the word “table,” the top five keywords used included:
Tables, Pub Table, Pedestal Table, Dining Table, and Glass Table
These words are going to be mentioned on your website because they are commonly used words for your niche.
What about those other keywords on the list?
If you look down the list, you will see other words that could relate to your website. They look good, but fewer people are using them to find information online. Often, it is best to include some of these too.
The reason for doing so is very simple. Most other website owners who are targeting keywords for their websites are using those top-tier words as well.
There is a lot of competition out there for those words. Therefore, even with a great website, there are likely others fighting right along with you. Since other words have less competition, you are more likely to rank well in the search page results for those keywords.
In the table example, the words “pedestal dining table,” “modern dining table,” Glass coffee table,” and “square tables” got far fewer hits than those top-tier keywords. The lower competition still makes them valuable.
Use a combination of those top-tier words and those that are far more specific if they relate to your website. This unique combination will ultimately give you better results in the long term.
Where to Use Keywords –
Now that you know which keywords you should have on your website; the next step is to consider the placement of keywords on your website. As mentioned earlier, there are various locations on your website that you can use keywords. Use all these locations for keywords.
Within each of those documents, you need to place keywords in the right locations. There are several things to keep in mind in the case of blogs and articles/web content. The following guidelines can help you to place keywords into these mediums appropriately.
Placement of keywords.
- Place keywords in the title of each page or article the best way to place keywords in the title is in the following format. “KEYWORD GOES HERE: Interesting Content Goes Here.” An example of the table website might be, “Pedestal Dining Table: 3 Tips for Buying the Right Dining Table.” This shows the search engines the importance of this word.
- Within the first 90 characters of the first paragraph, be sure your keyword appears again Also, it is important to note that you can use a mixture of keywords, but do consider having one or two primary keywords per article. Primary keywords should be in these locations. Again, this early positioning helps to show the importance of the keyword to that page.
- Use keywords in each of the paragraphs that you write on each page Do not overdo it, though. For example, you do not want your primary keyword to show up more than one or two times in each paragraph, depending on their length.
- Break up text using subheadings Use secondary keywords in your subheadings. These will be position between paragraphs. Not every paragraph needs them, but sections of the article can divide this way for easy reading benefits and keyword boosts.
- Use keywords in the HTML for your website too This includes using them in each individual blog post/article that you post. This also helps with page ranking.
Combination of keywords.
Use a combination of keywords in each of your articles, but do not put too many into them. If that sounds confusing, it is because there is no hard and fast rule. What you want to do is to divide up the pages on your website or in your blog posts so that over the course of all of the pages, you use all the keywords you would like to use.
Do not try to put all your keywords for your website into every article you write. It will not work and will deflate the quality of each page considerably. For example, one blog post may include the keyword “dining table”; in that article, words like “dining room table” and “square table” may include but not many more than that.
Keyword Density –
Keyword density is the number of keywords on any one page in comparison to the number of words on this page. A few years back, it was common for the “less than expert” Internet marketers to try and work in high keyword density numbers. More keywords sounded horrible, but many thought that this would boost their search engine results pages significantly.
The problem is that this does not work. It hurts your page ranking and causes you to have awkward-sounding content on your website. Content is king, though, remember, and therefore, you need to make changes to this significantly.
The question is, then, how much density should you go for? This is up to you to decide since each page will be different, but most experts agree that you want a density that is under 5 percent. In most cases, only 2 to 3 percent of keyword density is best.
To compute keyword density, you simply need to take the number of times that the keyword appears in the page’s text and divide that by the number of words on the page.
For example, if the word “dining table” appears 8 times in our 400-word blog post, you would divide 8 by 400 words and get 0.02 or 2 percent. Do take the time to do this for your articles. You do want to ensure that there are plenty of keywords but not too many.
If you would rather not waste your time on calculating density, there are free and paid software programs available online that will calculate the density for you. These are helpful when they are accurate. You do not have to be 100 percent accurate here.
Keep in Mind –
Quality content is vitally important to the success of your website. Write your content to be quality content first.
Go back and insert keywords as they fit into the content you have written.
Do base topics and blog posts around keywords that are important. For example, choose a top ten list of tips for repairing dining room tables… this makes keyword usage easier and more effective. Plus, the reader gets it.
Do not obsess about keywords. You do not have to have a lot of them on the website to see results. Choose a good mix and include them in each article, but only as they fit with your topic appropriately.
Finally, take the time to stay up to date on the changes that search engine companies make to their methods. This will ultimately enable your website to grow and stretch as the times change. It is very rare that you must redo the entire site. Plus, if you do not want to do the work of all this “fixing,” you can hire someone to do it for you.
The bottom line is that content is still king, but keywords are sitting right next to content as an equal heir to the throne. If you would like to get full access to some high quality, DONE FOR YOU, content, I will drop a link below.
Done for You Content.
I hope this helps you get a better understanding of how to use keywords in your content and to greatly improve your chances of getting your business seen online.
To your great success on your online business journey, [email protected]
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